Contribuições ao estudo da estratégia competitiva na indústria de saúde suplementar : o caso Unimed

Abstract

The health sector in Brazil has suffered several changes, mainly in the last forty years, resulted from the incapacity of the public power to manage in an efficient manner the policies and resources, from the privatization trends of the sector motivated by this incapacity and from the high demand for health services. In this scenario, many organizations have surged managing the health services. The health services nonetheless have become a highly attractive business due to their particular demand, to the inexistent further requirements to the inroad of companies into the sector and to the absence of regulating mechanisms by the Brazilian public power. This work thoroughly analyzes the Unimed issu, a non-centralized organization composed by medical help cooperatives, which act in the private health sector, also characterized as complementing health sector and which presents characteristics of competitive conglomerating behavior, following cooperative economical and cultural patterns and that is placed with a marking and highly encompassing position in the ntional demand. The study presents bibliographic and documental analysis and develops the case study as a methodological basis to charracterize the main critical factors of its strategy in the competitiveness with other agents